November 6

The Weekly Briefing: How We Search, Website Hostility, and SEO Tips for the Holidays

Account Manager Reed Langton-Yanowitz shared some interesting stats that were revealed at last week’s 7thingsmedia’s Consumer Search Behaviour event…

According to the event summary from Search Engine Watch’s editor Christopher Ratcliff, some surprising search trends and behaviors are at work. Here are some of the top stats to take note of:

  • ‘Near me” searches have increased 34-fold since 2011
  • Voice search has doubled in the past year
  • Searchers ages 18-60 search very similarly; any older and they tend to linger, and any younger and they often create longer search strings
  • People from different locations search the same way, just for different geo-targeted areas
  • Men tend to spend longer on SERPs and are more likely going to inspect websites that aren’t on the top of the list
  • Women tend to choose the sites that Google has deemed as #2 or #3 and often have more browser tabs open

However, one of the most noteworthy reveals was that there has been a dramatic search in the way we search. Instead of asking “who is” or “what is,” searchers are increasingly asking “how to” or “why.” As digital marketing plans are being set for 2016, it’s important to keep this knowledge in mind. Most importantly: understand your audience.

SEO Copywriter Jared Townsend talked about cannibalism between related domains …

In a recent Search Engine Watch article by Graham Charlton, Editor in Chief at ClickZ Global, Charlton addressed the types of cannibalization – internal, sub-domain conflict, international, and semantic flux – happening between business’ websites that are under the same parent company. One of the most easily identified companies being the Gap group, who plays the “power-at-be” for Gap, Old Navy, and Banana Republic. The similarities between target keywords, site builds, and URL structure caused Google to, essentially, rank all the sites at once – which helps nobody. The general solution to website cannibalism is to prioritize different keywords for each “child site,” and the need to vary website structure to accommodate the appropriate keywords.

Internet Marketing Specialist Chip Fox reminded us ‘tis the season to optimize for the holidays …

In the spirit of the upcoming holidays, Search Engine Land published a list of “The 12 Tips Of Xmas” for SEO. Unfortunately for many local shops and businesses, SEO isn’t part of the program, and if it is, verifying a Google My Business page is a good stopping point. However, this verification doesn’t accommodate holiday open hours, which could result in certain businesses losing out on vital shopping hours. Shoppers are always on a hunt for a good deal or a great store, and if your business isn’t optimized for the holidays, they probably won’t be able to find you. Some of the top SEO takeaways include having a mobile-friendly website, NAP consistency, lots of activity on social media, and ensure you have positive product and business reviews available.